You aren't wrong, perhaps just not looking at the whole model. A cheap computer may not be a 'competitor' to Apple, but it could be seen as a substitute - anot

You aren't wrong, perhaps just not looking at the whole model. A cheap computer may not be a 'competitor' to Apple, but it could be seen as a substitute - another of Porters 5 forces. So, how does Apple position themselves against cheaper computers in their market - by positioning themselves as a quality/luxury item.